Apple knows that privacy and security are two of the Google's biggest weaknesses. Google tracks everything you do online and it stores everything you type or visit or upload and they encrypt nothing on their servers (because then they couldn't serve you ads and make their billions) so Apple is quickly becoming anti-Google.
Google Nest and their watch will display ads to you and will track you while Apple's products and services will be quite the opposite. That's...

These moves are further differentiating Apple away from evil Google's "big brother" model. The choice for consumers will be pretty simple: you either buy Apple gear that's safe and designed to protect your privacy or you pick Google's gear that's designed to spy on you since that's how Google makes money.

Not every company is eager to add PURE EVIL like Condoleeza Rice, who lied and orchestrated a war that killed millions of people, to their board of directors. And Apple has started fighting all these warrantless search orders in court. And how many times has Dropbox management lied about security and break-ins? Too many to count.

Google buys robotics, self-driving cars, advanced AI that will create assistants like in movie "Her", life-extension technologies that will extend human lifespan, advanced drones/aeronautics companies that will bring internet to all parts of the world.. and Apple buys urban fashion accessories for $3 BILLION DOLLARS!
Let that sink in for a bit so you realize how completely rudderless Apple's leadership has become.